brand basics

Charles Sayers, SapientNitro

What is a Brand?

“A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.”

- Michael Eisner, CEO Disney

"What’s a brand? A singular idea or concept that you own inside the mind of the prospect.“

- Al Ries

“A brand is not what you say it is. It’s what they say it is.”

- Marty Neumeier

These are notbrands

But your reaction to them is.

The

Experienceis theBrand

Brands carry people across a pathway to emotional fulfillment

I need it | I know it | I like it | I want it

Needs Desires

relevance awareness connection relationship

“I need a new refrigerator.”

“Home Depot sells refrigerators”

“I need more than just a refrigerator. Maybe I should

redesign my kitchen.”

Home Depot can help me get my project done.”

Brands establish inspirational connections

Creating Advocacy through Immersion

Awareness

Preference

Loyalty

Advocacy

Brands create immersive experiences that connect with the needs, desires and expectations of an individual in ways that advance and grow their relationship with a company, product or service.

What is Brand Equity?(and why is it so #%@* important!?)

Brand equity offers value beyond transaction

Coke’s market cap(not including brand value)

$50 billion

Coke’s market cap(including brand value)

$120 billion

SOURCE: The Brand Gap

Market value

Market share

Price

Speed to market

Growth

Basic Elements of a Brand Framework

What is a Brand Framework?

brand frameworkA series of assets that are aligned to strategic business objectives to guide its expression – both internally and externally.

A brand framework defines the experience and relationship a company aspires to achieve.

A concise description of a company, product or service’s fundamental purpose.

mission

Mission

The aspirations of a company, product or service that drives future growth.

mission

Visionmission

vision

Basic factual characteristics of a company, product or service

Attributes

attributes

mission

vision

The functional results the a company, product or service generates

Rational benefit

attributes rational benefit

mission

vision

The personal sense of accomplishment or well-being a company, product or service inspires

Emotional benefit

attributes rational benefit

emotional benefit

mission

vision

A set of human qualities associated with the company, product or service across all experiences

Personality/Identity

attributes rational benefit

personality/identityemotional benefit

mission

vision

Brand Framework

attributes rational benefit

personality/identityemotional benefit

mission

vision• Mission

• Vision

• Attributes

• Rational benefit

• Emotional benefit

• Personality/Identity

Brand Pyramid• Functional benefits

• Emotional rewards• Core values

(vision/mission)

• Personality

Personality

Core Values

Emotional Rewards

Functional Benefits

Positioning statementA statement highlighting the unique and tangible benefits a customer receives from a company, product or service.

The more specific, the better.

Basic elements of a positioning statement

Brand nameThe associative bridge between the customer and the product or service.

Target audienceThe people you’re trying to relate to. The most effective audience descriptions include a glimpse of their emotional mindset.

Personality traitsHow you would describe the brand in human terms. Not what it does (that’d be features and functionality), but how it expresses itself. (Reserved, enthusiastic, candid, confident...)

CategoryThe type of business environment the brand lives and competes in.

End benefitWhat awaits the target user once the brand promise is fulfilled.

Rational supportThe reasons to believe the brand’s promise will be fulfilled.

Positioning StatementFor people who are seeking (ATTRIBUTES), our Brand provides these (FUNCTIONAL BENEFITS) which result in these (EMOTIONAL BENEFITS) and ultimately reflects our (PERSONALITY).

What is a brand strategy?A systematic plan to help a brand achieve specific business objectives.

Review

The experience is the brand.

visual

verbalbehavioral

What you see

What you hearHow you react

The best brand experiences are immersive and place the individual at the center of every consideration.

Brand Framework

attributes rational benefit

personality/identityemotional benefit

mission

vision• Mission

• Vision

• Attributes

• Rational benefit

• Emotional benefit

• Personality/Identity

Positioning statementA statement highlighting the unique and tangible benefits a customer receives from a company, product or service.

The more specific, the better.

Brand strategyA systematic plan to help a brand achieve specific business objectives.